Although many fear that generative artificial intelligence (AI) technologies will further weaken journalism, some media still want to test the possibilities offered by this technology. At the house of Rawwe even see an opportunity. “It’s a fantastic creation tool provided it serves information”, is convinced Guillaume Lacroix, co-founder of the 100% video media. The company commissioned journalist Nicolas Nerrant to create content using several AIs.
To develop abroad, Raw will experiment with AI translation from October with HeyGen software, capable of “clone the voices and synchronize the lip movements of our journalists”specifies Mr. Lacroix. “This content will be very clearly identified for our audiences and validated by us”assures co-founder Laurent Lucas.
This proactive position is reminiscent of that of the Swiss media Heidi.news, who advocates “a reasoned use of generative algorithms, which can help with writing, sorting and organizing information”.
Awkward style
Could conversational robots like ChatGPT or Bard (Google) write articles like journalists? Not completely yet, yet. The entertainment site BuzzFeed launched in January in the creation of content by AI, but quickly got pinned as many contained similar expressions. The tests by the American local news group Gannett and the technology site CNet were mocked by Internet users for their clumsy style or their errors, before being interrupted.
“We experimented with writing content with chatbots, to produce more, but we stopped. It ended up taking us longer because the AI often said nonsense”says Romain Vitt, editor-in-chief of the site Lemon Squeezer. The NGO fighting disinformation NewsGuard still identified articles written by AI on 475 sites around the world, however deemed small and “unreliable”.
On the audiovisual side, real uses are also limited for the moment. On the Swiss channel M The Media, the weather is presented by a virtual presenter, generated by software from the start-up HeyGen. At TF1, CEO Rodolphe Belmer considered, at the La Rochelle Fiction Festival, future uses of AI that could help to “produce show values” according to him, like special effects at a lower cost.
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